In my recent conversation with Kristine Schachinger, an expert in forensic SEO, we delved into the complex world of site auditing, recovery, and the intricacies of tackling algorithm changes. Her insights provide a fascinating look into the depths of SEO that often go unseen but are crucial for any website's success.
The Essence of Forensic SEO
Beyond Basic Auditing: Forensic SEO isn't just about basic site health checks. It's a deep dive into the site’s very core, particularly when it’s hit by algorithm changes or penalized. Kristine emphasised the importance of customizing the SEO strategy post-audit, avoiding a one-size-fits-all approach.
Recovering from Algorithmic Changes and Manual Actions: Kristine shared compelling examples, including a site that had been down for 24 months due to a manual action. Through meticulous analysis and strategic adjustments, they successfully restored the site's traffic.
Unravelling Complex SEO Challenges
Tackling Unusual Anomalies: Kristine's approach involves hunting down anomalies that often lead to significant site issues. One striking example was discovering a cross-scripting vulnerability that linked a reputable business site to a pornographic site, an issue that lingered unnoticed for years.
The Danger of Unregulated User-Generated Content: In another case, an open search box on a client's site created indexable pages with user-entered keywords, leading to an accumulation of spam pages over two decades. This situation highlighted the risks associated with unregulated user-generated content.
5 Key Takeaways for Effective SEO Recovery
Always Audit First: Before implementing any SEO strategy, a thorough audit is critical to identify underlying issues and tailor your approach effectively.
Look for Anomalies: Unusual patterns or anomalies in data can be the key to uncovering major site issues.
Tackle Manual Actions Promptly: Addressing manual actions requires a focused approach, often necessitating multiple attempts for complete recovery.
Monitor User-Generated Content: Keep a close eye on user-generated content to prevent your site from being compromised.
Document Page Creation: For sites using technologies like React, it's crucial to keep a record of each created page to avoid invisible spam build-up.